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Apple and Ferrari—What could be better?

November 7, 2012

Ferrari and Apple may join forces on vehicle tech.

Recently a press release popped into my email (remember when we used to say “came across my desk”?) that said Eddy Cue, Apple's head of Internet software and services, has joined Ferrari's board of directors. The statement said while on the board Cue, a Ferrari owner, will “aid with his experience in Internet-based commerce.”

My two cents: It's a brilliant move for both parties, and the ramifications could be huge.

Think about it: Does this mean Apple wants to make stuff for cars? Probably. Perhaps a whole car eventually? Maybe.

'Course, the announcement could mean Cue, who runs Apple's iTunes and iBooks stores and recently took over responsibility for Siri and iOS Maps, is merely on the board for guidance—maybe Ferrari's hoping a little Apple magic rubs off. But I believe if Apple starts influencing in-car tech for Ferrari it could be a big deal, especially if it ever blossomed out to other automakers. Drivers frustrated with BMW's iDrive or who have wanted to throw a brick through Ford's MyFord Touch system, have no doubt wished automakers would just hire Apple for their in-car tech, but it hasn't happened yet.

Apple and the auto industry have danced before. In fact, back in 2007 we reported that Volkswagen and Apple were in discussions intended to lead to them to producing a car together. The late Steve Jobs, then-Apple CEO and VW CEO Martin Winterkorn even reportedly met in California to discuss the idea of developing what was then called iCar. That project fizzled when Jobs changed his mind.

I can only hope Cue joining the Ferrari board is a sign Apple is once again interested in looking at automotive applications. Let's be honest: In-car tech is still a burgeoning field, arguably one thing that no automaker has really yet mastered. Have you driven a car with ideal connectivity? I haven't.

In the release, Ferrari boss Luca Di Montezemolo said Cue's Internet experience will be “of great assistance to us.” He said he has met with Apple chief executive Tim Cook to talk corporate strategy and management styles, adding he learned a lot about Apple's passion for product. Di Montezemolo said that while Ferrari builds cars and Apple builds computers, the two firms are connected by “the same passion, the same love for the product, maniacal attention to technology, but also to design.”

If nothing else, this is a good sign that Ferrari is taking connected cars seriously.

I hope it becomes much bigger.

Follow me on Twitter @wesraynal.

Wes Raynal
- Wes Raynal joined Crain Communications’ circulation department while still in college. When he graduated in 1986, he became a reporter for Autoweek sister publication Automotive News. He has worked as Autoweek’s associate editor, news editor, motorsports editor and executive editor before being named editor in 2009.
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